Programmatic has created the opportunity for truly data-driven marketing. Yet still, 50 percent of all marketing is irrelevant to the consumer, according to the latest Chartered Institute of Marketing report. Why? There are two main reasons: ineffective campaign management and a general reluctance to adapt marketing strategies according to data.

The question of where programmatic spend goes has stumped advertisers since the dawn of programmatic. I thought it was time to try to answer it, as simply as possible. I’m sharing this partly in response to the recent headline that “60 percent of programmatic spend is wasted.” Undoubtedly there are campaigns out there where this is true; in fact, the percentage is probably g ...

How do you fight ad misplacement and fraudulent advertising? First of all, it’s hard. No media buyer can guarantee complete brand safety, nor can they ensure that every single impression is from a real person rather than a bot. A percentage of any digital advertising spend, at least for the foreseeable future, will either be wasted on non-human traffic (NHT) or served on inappropriate sites.

What is ad fraud? Ad fraud comes in all shapes and sizes and can’t be explained by one definition. The Joint Industry Committee for Web Standards released a report in 2015 to demystify the world of fraudulent advertising online. They listed 16 versions of ad fraud including: non-browser user behavior — activity that is not associated with human behavior; hidden ads — e.g.

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Online display marketing is confusing. It’s a never-ending list of platforms, funnels, features, acronyms and measurements to get your head around. To make matters more complicated, a new type of buying has risen in the past decade that lets you purchase ad space in real-time: programmatic buying.